CRM in Ecommerce

CRM IN ECOMMERCE
Submitted By Group 6
Arya Gaurav
Silky Gera
Mohommad Sharique
Rohit Bhateja
Neha Mohta
What Is E-CRM
Concept derived from
E-commerce
Uses net environment (

intra, extra &
internet)
capturing customer
data so that you can
personalize on-line
offers, differentiate
your brand and build
your customer loyalty.
C
R
M
CRM in E-Commerce
Goal of CRM
in Ecommerce is:
Reduce cost of marketing

Improve customer satisfaction
Increase: conversion rate (Turn
browser into buyers)
Increase: Customer retention &
frequency
Increase: Order size, customer
response, ROI
Steps to successful eCRM

Knowledge
Management
Acquiring information about the customer and what
customised action to be taken

Redesigning
work flow management system
All interaction with customer recorded at same place &
respond to customer according to their channel of

choice
Support
with right technology
Should sustain high number of customer data and keep
updating with time
Difference between CRM and CRM in E

commerce
CRM in E-commerce is an extension of CRM
CRM aims to increase customer satisfaction and loyalty by
a responsive and customized service
Enhancement of the capabilities through web
experience and communications is a component of E
Technological difference
CRITERIA
CRM
CRM in E-Commerce
Customer
Contacts
Customer contacts usually initiated

through traditional means of retail
store, telephone or fax
In addition to telephone, contact is also

initiated through the internet, email &
wireless technologies
System
Interface
Works with backend application

through ERP
Designed for front end applications, which in

turn interface with backend applications
through ERP systems and data warehouses
System
Overhead
Web enabled application requires a

PC client to download various
applets and application. Different for
different platform
No such requirements, the browser is

customers portal to e-commerce
Customization
and
personalizatio
n
Different audiences require different

views and types of information.
Personalized views for different
audiences are not possible.
Individual customization requires
programming changes
Highly individualized dynamic and

personalized view based on purchases and
preferences. Each audience can individually
customize the view.
System focus
System is designed around products

and job functions. Web enabled
applications are designed around
one department or business unit
System is designed around customers

needs. Enterprise wide portals are designed
and are not limited to a department or a
business unit.
System
maintenance
&
modification
Implementation is longer and

management is costly because the
system is situated at various
locations and on several servers
Reduced time and cost. System

implementation and expansion can be
managed in one location and on one server
These are services such as online

auctions and online training and
education
These includes order tracking, product
confguration and customization as well
as security/trust
Minimum necessary services such as web
site efectiveness and responsiveness as
well as order fulflment
3) VALUE-ADDED SERVICES:
2) CUSTOMER-CENTERED
SERVICES:
1) FOUNDATIONAL SERVICES:
Different Levels Of e-CRM
Organizational change
Reduce overheads
Reduce cost
Involve top management to make employees
understand the change
Listen to the customers

Create opportunities benefcial to both the
company and customer
Meet current demands
Anticipate future demands
2) Retooling
business functions
1) Developing
customer focused
business strategies
Implementation Strategies for e-CRM
Scalability of software
Tool set fexibility for customization
Stability of existing e-CRM application code
Compatibility of e-CRM application with legacy and internet
systems
Level of technical support available during and after
implementation
Upgradable support
Availability of additional modules and security
New work processes after organizational changes

Improve efciency using either step-wise or integrated
approach
4) Technology
Choices
3) Work
Process
Reengineering
Contd..
Contd.
5) Training and
Implementation
Training to employees for seamless transition for
customers
Bring on-site consultant or send users to training
facilities
On-going activity as systems must change and
evolve
Documentation of training and tools used
Spend 5-7 per-cent of total e-CRM implementation
on training
Laws and regulations limit the information that can be

collected online and on ways on how it can be used.
Customers dont easily trust anyone with sharing their
data, especially ONLINE !
While many customers are eager to shop online, many
are NOT !
Legislati
on
Custome
r Trust
Custome
r
Confden
ce
Barriers to CRM in E-Commerce
Failures In Implementation
Mismatch between a company and the vendors software
Poor understanding of companys business processes
Rejection by end users
Size of Project and scope
Reluctance to adopt new CRM Systems by other
departments of the frm
Vendor Stability is always an area of concern
Overcoming Barriers to CRM in ECommerce

Design simple, helpful and friendly CRM systems
Be open about data you collect
Do not collect more information than needed
Use consistent terms and language
Build relationships over period of time
Make the privacy and security policies as a part of customer loyalty and
relationship management program. Example : Facebook
Why Do We Need CRM In E-Commerece

Gather and combine customer information in a unifed manner
Respond faster and more accurately
Reduce cost of marketing
Improve
customer satisfaction
Customer loyalty
Accuracy and relevance of recommendation
Increase
Customer retention
Conversion rate(turn browser into buyer)
Order size and proftability
Increase differentiation
Advantages Of Using CRM In

Ecommerce
Deliver excellent end to end CRM services
Quick and easy access to all related documents
Identify where data and communications can be improved
Tailor promotions, cross-sell and upsell
Help customers complete the basket process
Liberate valuable resources and eliminate data redundancy
A more effective sales force, with data, quotes and examples
immediately to hand.
JABONG & eCRM
The True Picture
Community where registered customers can post queries 24/7. Employees chat and
respond on a real time basis
COD, 30 day return policy, Free shipping with least delivery time
Toll free number to address grievances
Won loyalty of over of millions of users over 2 years and won laurels for its effective
CRM
(among the top 3 ecommerce brand in terms of customer satisfaction)
Post purchase rating mailers to improve processes
Future Trends
Multi channel approach through mobiles, PDAs and other wireless
technologies
Increase in customer participation through various available
channels
Shift towards a customer centric approach
CRM as a strategic function across ecommerce

CRM in Ecommerce - Final

Uploaded by

Copyright:

Available Formats

CRM in Ecommerce - Final

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

CRM in Ecommerce - Final

Uploaded by

Copyright:

Available Formats

Uses net environment (

Reduce cost of marketing

Steps to successful eCRM

Acquiring information about the customer and what

customised action to be taken

work flow management system

All interaction with customer recorded at same place &

respond to customer according to their channel of

with right technology

Should sustain high number of customer data and keep

updating with time

Difference between CRM and CRM in E

Customer contacts usually initiated

In addition to telephone, contact is also

Works with backend application

Designed for front end applications, which in

Web enabled application requires a

No such requirements, the browser is

Different audiences require different

Highly individualized dynamic and

System is designed around products

System is designed around customers

Implementation is longer and

Reduced time and cost. System

These are services such as online

Different Levels Of e-CRM

Listen to the customers

Implementation Strategies for e-CRM

New work processes after organizational changes

Laws and regulations limit the information that can be

Barriers to CRM in E-Commerce

Overcoming Barriers to CRM in ECommerce

Why Do We Need CRM In E-Commerece

Advantages Of Using CRM In

JABONG & eCRM

The True Picture

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.